The Manager's Playbook

In this episode of The Manager’s Playbook , Laurie Lee Boutet breaks down why today’s music managers need to think like marketers and strategists. From her work with The Beaches to using platforms like Laylo to gamify fan engagement and build powerful email lists, Laurie shares how data, innovation, and artist alignment create real growth. Whether you're managing artists or building a brand, t...

Laurie Lee Boutet reflects on a major turning point in the music industry, when independent acts began rising and the label system struggled to keep up. She shares how Canada’s lack of infrastructure compared to the U.S. created unique challenges, and how going independent led to breakthrough moments with artists like Charlotte Cardin. A sharp look at strategy, innovation, and navigating change in...

In this episode of The Manager’s Playbook , we’re joined by Laurie Lee Boutet, Billboard Canada’s Manager of the Year and the powerhouse behind Charlotte Cardin and The Beaches. Laurie shares how she transitioned from Universal Music Canada to artist management, what she learned inside the label system, and how she’s built long-term success by trusting her instincts and empowering her artists. We...

In this clip of The Manager’s Playbook , we take a closer look at the relationship between artists, managers, and record labels, focusing on what it really takes to work effectively within a major label system. Lola Plaku and Mauricio Ruiz unpack the realities behind the title "Head of Marketing," offering insider knowledge on how labels operate, where communication often breaks down, an...

In this clip of The Manager’s Playbook , Lola Plaku shares the vision and journey behind Girl Connected: a mentorship program built to empower women pursuing careers in the music industry. Launched in 2018, Girl Connected is more than a mentorship initiative. It’s a platform for access, education, and career readiness. Lola unpacks how the program was designed to provide real-world experience, vet...

In this clip of The Manager’s Playbook , Lola Plaku joins Ruiz for a masterclass on artist development and marketing that actually moves the needle . Lola dives deep into how understanding an artist’s audience is the foundation of every effective strategy, from branding and content to touring and fan engagement. She shares personal stories and real-world lessons from her work with artists like The...

Lola Plaku joins The Manager’s Playbook for a powerful conversation on building a career in hip hop from the ground up. One of the few women to carve out real space in the industry, Lola reflects on her journey, from supporting local artists like Embassy to her early work with HipHopCanada, promoting shows, launching the I Luv Lola blog, and eventually managing artists and founding Girl Connected...

In this episode of The Manager’s Playbook , Lola Plaku unpacks her dynamic journey from the early days of HipHopCanada to managing global tours and launching her mentorship platform, Girl Connected. From building street teams for Big Sean to orchestrating major moves for French Montana, Lola’s story is a masterclass in hustle, strategy, and staying power. She breaks down the realities of artist ma...

In this clip from The Manager’s Playbook , Ray Daniels shares what it really means to pursue greatness and the price he paid for speaking up. He reflects on the impact of his viral 2020 letter, “Dear White Music Executives,” the pushback he faced, and the lessons learned navigating an industry that wasn’t built for him. From being blackballed to building his own platform, Ray talks validation, int...

In this clip of The Manager’s Playbook , Ray Daniels and I explore the “Science vs. Magic” theory in music and why mastering both is key to long-term success. We talk about how artists like Future evolved from pure creative instinct to strategic execution, and how Drake’s blend of intuition and structure sets a new standard in the industry. From viral moments to career longevity, this episode unpa...

In this clip of The Manager’s Playbook , we dive into what really makes a megastar. Ray Daniels unpacks the fandom, timing, and cultural impact behind two very different careers: Jay-Z and Bow Wow. One built a business empire later in life; the other dominated early with a loyal youth fanbase. We also get into Kanye, Nas, and why music success often feels like high school, where popularity and pow...

In this clip from The Manager’s Playbook , Ray Daniels and I break down the real difference between pop and urban splits and how the same record can pay out very differently depending on who’s involved. We unpack the math behind a triple platinum hit, talk producer and publishing cuts, and explore what every artist and manager needs to understand about the business behind the music. Plus, a look a...

Ray Daniels has seen every corner of the music business, from making hits to being blackballed, from major label boardrooms to building R.A.Y.D.A.R. Management from the ground up. In this episode of The Manager’s Playbook , Ray gets real about what it takes to survive, and last, in an industry that changes fast. We talk managing talent like Theron Thomas, how A&R shifted with data, and why the...

In this clip of The Manager’s Playbook , Russ shares the emotional cost of success and the internal reset that followed. From confronting public perception to redefining identity, he unpacks the deeper work that’s shaped his evolution as both an artist and a man. We talk emotional boundaries, mentorship, inner child healing, and what it takes to grow when the spotlight isn’t flattering. This isn’t...

In this clip of The Manager’s Playbook , Russ opens up about the pivotal moments that built his career. From Bugus filing the LLC at 18, to staying focused when things almost unraveled, to why a $250 check still means more to him than a $600K payout. This is the part of the journey most people don’t see: the loyalty, the small wins, and the grit behind the scenes that made everything else possible...

In this clip of The Manager’s Playbook , Russ shares the story behind one of the most unconventional label deals in the industry. He went from making $100K/month independently to partnering with Columbia, without giving up control . Russ breaks down how he retained ownership of his TuneCore catalog, structured profit splits, and built a system that still brings in seven figures a month from master...

In this clip of The Manager’s Playbook , Russ delivers a hard truth: success isn’t about big budgets or major connections. It’s about clarity, consistency, and calling yourself out. He shares why even $100K won’t help if the music’s not ready, how building a home studio is a non-negotiable move, and why self-delusion is the silent killer of most careers. If you’re serious about leveling up, this i...

In this episode of The Manager’s Playbook , Russ gets real about what it takes to build a $100M career as a fully independent artist. From owning 100% of his masters to mastering the mental game, Russ shares how he built a massive global audience without a label, why visuals are key to longevity, and how staying grounded has been his greatest strategy. We dive into the business side of being an ar...

Jessie Reyez joins Byron Wilson and myself to trace the rise of a movement, how the Remix Project in Toronto became a launchpad for global talent and real career growth. From a last-minute application to life-changing studio sessions, we dive into the power of mentorship, community, and creative momentum. The conversation spotlights key moments—like early collaborations with King Louie and Chance...

In this clip, Jessie Reyez joins Mauricio Ruiz and Byron Wilson to break down the power of leverage, the value of numbers, and why no artist wins alone. They explore how building community and owning your data gives artists real negotiating power, especially when stepping into label conversations. Jessie shares her experience sitting across from Sir Lucian Grainge and how clarity and confidence he...

Zach Katz shares the story behind one of the boldest moves in his career: leaving his role as President of BMG North America to co-found Raised in Space with Scooter Braun. Why walk away from the top? To reimagine what the music industry could be. Zach opens up about the emotional and strategic thinking behind his pivot, and the lessons learned from trading stability for innovation in service of a...

Music and entertainment exec, Zach Katz, lays out the 5 essential roles every artist must fill: manager, lawyer, label, publisher, and agent. But the real lesson? It’s not just about having a team. It’s about having the right team. Katz explains why each role must be filled with people who bring full commitment, not just credentials. No box-checking. No shortcuts. Just aligned, purpose-driven coll...

Zach Katz, music exec and co-founder of Fixated, breaks down a game-changing approach to creator marketing. It’s called the clipper strategy : a network of young, incentivized content creators driving virality across TikTok, Shorts, and Instagram. Zach shares how his team tapped into Discord and Twitter communities to spark real-time momentum for artists, bypassing traditional marketing models. Th...

Former BMG US President and Fixated co-founder Zach Katz shares why creators like The Sketch Real aren’t just chasing virality. They’re building businesses. We unpack: How to support creators with real operational infrastructure The power of long-form content in a short-form world Moving beyond brand deals to DTC, community, and recurring revenue Designing systems that serve creators today , not f...

In this episode of The Manager’s Playbook , Zach Katz, former President of BMG US and co-founder of Beluga Heights, joins the show to unpack the evolution of creators, the future of music-business infrastructure, and why digital talent isn’t just content, it’s culture. Zach dives into why creators are no longer just influencers but CEOs of their own ecosystems, and how the industry must evolve to...